E-JRM
E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 02

Pengaruh Produk Variety, Brand Image, Citarasa, Terhadap Keputusan Pembelian Mc’ Donalds (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Unisma Malang)

Bahris Syamsi (Universitas Islam Malang)
Abdul Kodir Djaelani (Universitas Islam Malang)
Arini Fitria Mustapita (Universitas Islam Malang)

Article Info

Publish Date
01 Apr 2023

Abstract

Abstract The purpose of this study is to determine the influence of variety products, brand image and taste on purchasing decisions. Using a sample of students of the Faculty of Economics and Business, Unisma Malang, this research is in November 2022 – January 2023. The results of this study showed that overall respondents chose strongly agreeing that Variety and Flavor Products had a significant influence on purchasing decisions on Mc'donalds. In addition to the Variety and Taste Product variables, the Brand Image variable has a low value so it does not significantly affect the purchasing decision of Mc'donalds. Keywords: Variety Product, Brand Image And Taste Of Purchasing Decisions

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Journal Info
E-JRM
Website

Abbrev

jrm

Publisher

Universitas Islam Malang

Subject

Economics, Econometrics & Finance

Description

E-JRM : Elektronik Jurnal Riset Manajemen merupakan salah satu jurnal publikasi ilmiah yang diterbitkan oleh Fakultas Ekonomi Dan Bisnis , Universitas Islam Malang dengan nomor ISSN 2302-6200 yang memiliki fokus keilmuan pada bidang Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sumber Daya ...